Hospitality, tourism and leisure are industry sectors where different factors impinge together to provide a unique marketing context. The importance of concept intangibles, their significance to life-style and cultural preferences of customers in themselves represent a major challenge. Such intangibles may be more vulnerable to changes in customer perception than the physical aspects of product and service delivery. However, intangibles also present an opportunity for individual entrepreneurs to create alternative and differentiated concepts, based on their own view and intuition of what customers will find appealing. Resort Västra Lägern was founded under the circumstances. It is one new, small resort firm in the countryside of Sweden. The owner identified the niche market in this traditional industry. The favorable natural and cultural resources create the business background while the active entrepreneurship makes the possibilities. At the start-up of the firm, marketing analysis is necessary for this SME to position itself properly on the markets and to target the customers effectively. Marketing is absolutely central to the entrepreneurial process. For a new venture to be viable, customers have to desire what it is being offered, in sufficient numbers, and prepared to pay an economical price. This is at the heart of the marketing concept. However, an entrepreneurial approach implies taking advantage of market opportunities in a dynamic, proactive way.

<p>Hospitality, tourism and leisure are industry sectors where different factors impinge together</p><p>to provide a unique marketing context. The importance of concept intangibles, their</p><p>significance to life-style and cultural preferences of customers in themselves represent a</p><p>major challenge. Such intangibles may be more vulnerable to changes in customer perception</p><p>than the physical aspects of product and service delivery. However, intangibles also</p><p>present an opportunity for individual entrepreneurs to create alternative and differentiated</p><p>concepts, based on their own view and intuition of what customers will find appealing.</p><p>Resort Västra Lägern was founded under the circumstances. It is one new, small resort firm</p><p>in the countryside of Sweden. The owner identified the niche market in this traditional industry.</p><p>The favorable natural and cultural resources create the business background while</p><p>the active entrepreneurship makes the possibilities. At the start-up of the firm, marketing</p><p>analysis is necessary for this SME to position itself properly on the markets and to target</p><p>the customers effectively.</p><p>Marketing is absolutely central to the entrepreneurial process. For a new venture to be viable,</p><p>customers have to desire what it is being offered, in sufficient numbers, and prepared</p><p>to pay an economical price. This is at the heart of the marketing concept. However, an entrepreneurial</p><p>approach implies taking advantage of market opportunities in a dynamic, proactive</p><p>way.</p>